Valley Bounty: Small but mighty market: Great Falls Farmers Market continues to grow deep community connections

While many of the legacy farmers markets in the Valley have been in existence for decades and have dozens of vendors with thousands of customers in a single day, there are many smaller markets that hold their own and help form deep connections in their communities. The Great Falls Farmers Market is one such market, serving as an essential connector for consumers with limited access to fresh food and for farms looking for places to sell their products.

The market, located at Peskeompskut Park on Avenue A in Turners Falls, runs on Saturdays from 9 a.m. to 1 p.m. from May through October. The Great Falls Farmers Market is loved in the community for its accessibility, both by customers and by vendors. It is SNAP/EBT and HIP authorized, which allows the market to accept these food incentives on behalf of vendors who may not be authorized.

The Massachusetts Healthy Incentives Program, or HIP, matches participants’ SNAP funds when purchasing vegetables from authorized farms and vendors. As of July 1, the HIP benefit for all users will increase to $40 per month.

The market’s location is important for community shoppers. “We have customers who can’t get to other markets because they don’t have transportation. If you can’t get to a market or farm store to use that monthly HIP benefit, it’s gone. It’s important that we operate for the whole community,” notes Jenny Harrison, the market manager. The Great Falls Farmers Market is the only location where SNAP users can use HIP in Turners Falls.

The Town of Montague, which encompasses five villages including Turners, is unique in providing support and funding for the market — which allows the market to focus on building connections while keeping the vendor fees low. Franklin County has the second highest number of farms and farm acreage in the Commonwealth, but a relatively small population.

Those demographics usually make it hard for farmers to justify attending small markets, but the Great Falls Farmers Market features many Franklin County farms. Jeff Kingsbury, owner of Kingsbury Farms in South Deerfield, has been selling maple products, plants, veggies, and trees at the market for over six years. “I like it,” Kingsbury says. “It’s good for business. I sell a lot of maple syrup products and connect with people who have come to the market for years. It’s cool to get to know them, and some come to my farm for maple or Christmas trees.”

P.K. Industries from Montague offers homemade jams and plants alongside vegetables from other farms, while Hastings Farm, from Gill, brings eggs, frozen beef and pork, and seasonal vegetables to their table. Owner Sarah Porrovecchio says, “It’s a new adventure for us. We get to meet people and there’s nice foot traffic as we’re trying to get our products out there.”

The market is open to growers who may just be testing the waters or have surplus produce from their backyard gardens. “That’s one of the best things about our market. Say your tomatoes are abundant, just get in touch a week ahead of time and you can come and vend. Some people may just come once in the season,” Harrison, the market’s manager, says. The weekly fee for vendors is $10, which makes it accessible for people who want to try vending.

Supportive relationships bolster all who participate. “A vendor last year said that we are the nicest market because we work together,” Harrison says. “Everyone wants everyone else to be successful. Vendors appreciate that we don’t have a ton of regulations or require posting on social media and it’s an affordable market to vend at.” Annie Levine, who was the market manager for the previous seven years, was recently appointed as the assistant market manager for the season, which will provide additional continuity for the market.

Harrison shares how the farmers are the heart of the market community. “The farmers check the weather together and talk about who they meet,” she says. “That’s what I love about the market: I started as a vendor here first, and I love how everyone supports mutual success for all involved.”

“I am also a craft vendor at the Northfield Farmers Market once a month,” she says. “Both are small markets, so it’s been good to connect with the market manager there to see the synergies between us.”

The market is also forging other connections in the community. The park is across the street from the Carnegie Library, and library staff organize family-friendly activities monthly at the market. Staff from the Great Falls Discovery Center also offer monthly educational activities on fossils and dinosaurs. Local restaurants have come to the market when purchasing for their seasonal menus. Great Falls Harvest graciously hosted the pop-up winter market at their site with vendors like Just Roots and Dan’s Veggies. Harrison and customers would like to see it happen more often in the winter, possibly monthly.

Harrison has big dreams for the market: “I’m excited to do some new programming. I see this market being about food justice and food security. There’s a place for farmers markets in food access, and it’s important for farmers to be at that table,” she says.

The Great Falls Farmers Market is just one of Franklin County’s small, but mighty farmers markets that grows with community support, ensuring the market continues to bring farm-fresh food to everyone. “Our vendors have extra produce, and we have a free food fridge in town,” Harrison says. “Produce does not need to go to waste.”

Harrison’s enthusiasm for the market is palpable. She says, “I love who comes to our market — our locals, the kids who come running into the park, the older adults. Our market is about community. I’m blessed to live in town: it’s a wonderful place. Even on cold, gray days, within half an hour of setting up, I know this is where I want to be. I feel privileged that I get to do this.”

Jim Simon is the food access program manager for Community Involved in Sustaining Agriculture (CISA). To find a farmers market or where to use HIP, see CISA’s online guide at www.buylocalfood.org/find-it-locally/.